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FEATURED MOM INVENTORS > LISA DRUXMAN
Lisa Druxman had worked in the fitness industry for 16 years before she gave birth to her son, Jacob. She was faced with the dilemma of so many new moms today: she needed a full-time income, but didn't want to be away from her baby on a full-time basis. So she came up with the idea for Stroller Strides - fitness classes that combine a stroller-based workout and body toning exercises (moms do the whole workout with baby in tow). Moms love the program because it combines exercise, social time with other moms, and an activity with baby - it's the ultimate in multi-tasking! She had so much demand for her workout that she has since franchised the concept across the country. Here is her story:
Describe your company and your program. Stroller Strides is the country's largest and fastest growing fitness program for moms. We have over 600 locations nationwide. It is a franchise that is built around careers that are supportive of motherhood. We offer both pre- and post-natal fitness classes. The Stroller Strides classes combine a stroller based workout with intervals of body toning using the environment and exercise tubing. More than just a workout, we offer playgroups and support for new moms. Why did you start this company and when? I wanted to blend my passion for fitness with motherhood. More than anything, I didn't want to go back to work full time, but needed a full time income. I couldn't bear the thought of leaving my son so I created a career that was literally built around him. I had no idea the impact it would have on moms across the country. Apparently, I was not the only one looking for a career that was supportive of motherhood. 
What were your initial goals?
Pretty simply, I wanted to have control of my job so that I could choose my own hours and be with my new baby. I loved working in the fitness industry and felt that I had something to share with new moms. It was and still is a very feel-good business. Describe yourself and your family. What is your background and how does it relate to your company? I am a mom to Jacob (6) and Rachel (almost 3). Along with my husband Jason, we are committed to running the business so that it's about family first. Our corporate home office literally is our home. We have about a dozen employees who are in and out of our office each day. It's crazy, but fun! I've been in the fitness industry for over 16 years. I've done everything from teach aerobics to personal training to running major health clubs. I combined these experiences to create Stroller Strides. Have you ever experienced an epiphany that changed the direction of your life? Stroller Strides was my "aha" moment. I came up with the name and the program all during one workout of my own. It hit me that I could create whatever I wanted. It's been an amazing experience. What process did you follow to determine your program's marketability? I didn't have any intention of growing this to an international company. I planned to just stay in my hometown of San Diego. But we started getting calls and emails from all over the country, asking for classes. It dawned on me that we were on to something. We realized that moms spread the word better than any advertisement could, so we have focused on offering a great program and giving our members incentives to create referrals. We tested the program out in 10 different regions the first year to determine the various needs, and fine-tuned it from there. Were there any setbacks in development that had to be overcome? 
We've had so many... and continue to keep tackling new obstacles. We had some very serious challenges as we transitioned from license to franchise. We have had financial challenges. There were others, as well. We have believed wholeheartedly that there is an answer to everything, however, and that nothing worth having comes easy. We believe so much in what we are doing so we are pretty determined to find solutions.
What was the biggest learning curve in terms of developing your company and program? The biggest learning curve was definitely the transition to franchising. Creating fitness programs was easy for me. I know marketing, PR, etc. However, franchising is a totally different model. We had to rely on a lot of experts in this area to teach us and support us. How and why did you decide to franchise? I believed that we had a business model that was truly turnkey, and a great opportunity for any mom who was looking to have her own business. How many franchises are there today? 228. It changes daily! What should business owners know before they franchise their concept? Franchising is an amazing model to see your business grow rapidly. It's exciting to know that your concept can reach so far beyond you. However, it's a huge undertaking. It's a completely different business to learn. Now, you are not in the fitness business (or whatever business you operate) but the franchise business. You need to have a plan for how to train and support your franchisees. You need to have a plan for how you will be able to replicate all aspects of your business. There are very strict laws about franchising, so you definitely want to work with consultants and attorneys who specialize in this area. Also check out the IFA (International Franchise Association) for information. My suggestion is to perfect your business model locally, and then start small. Franchise in one territory, preferably in a non-registration state, and then refine it and move on from there. If you are starting to franchise expect to invest at least $60,000 - $100,000 to get started. For us, it's been a steep and fast learning curve as we grew so fast and were in so many territories. If it's possible, bring on employees with strong franchise experience so you aren't guessing about what steps to take. What should people know who want to buy a franchise for themselves? Franchising is a great model. I highly recommend becoming a franchisee if you see a concept that you like and a brand that you trust. The idea of franchising is great because you don't have to reinvent the wheel. You get tons of support and can learn from the franchisor's experience. Franchising your own business is a huge undertaking. If you are considering this route, work with attorneys and consultants who specialize and have great success in this area. 
Marketing:
How do you get the word out about your fitness programs? For the clients, we really focus on member referrals. We do a lot of co-op marketing with stores who share a similar demographic. Partnerships have been great for us. Media publicity has been a very important marketing tool, both on the local and national level. What secrets have you learned in terms of publicity and marketing your product? We do so much that is more than just fitness. There are so many stories within our business. For example, our Moms With A Mission program raises money and awareness for a variety of charities. It ends up being a win-win where we are helping, but it also creates positive recognition for our company. What was the biggest learning curve in terms of marketing your product? At the beginning we only focused on the fitness program aspect, and I think we missed a lot of the market. It's also an incredible place for moms to connect and have fun with their baby. That solution was already there. We just needed to market it. How long did it take to get your program from idea to market (conception to product launch)? It was actually incredibly quick because it started very small. I had the idea and decided to start a class in my neighborhood. I had a logo and flyers designed and I was in business a month later. I think it's important to perfect your product before you grow it. How have you managed to juggle the roles of business owner and mom? What falls by the wayside? It's a constant juggle. Attitude is EVERYTHING. Have a sense of humor. It's evolved as my business has evolved. I hire more help than I used to, as I'm working a lot more. I do my best to be 100% present when I'm with my kids-- and the same for my business. That means that when I'm with my kids I never pick up my work phone or check emails. When I'm working, I don't answer my home phone or put in a load of laundry, etc. I don't waste time with long emails, personal calls, etc. I'm very focused and some may feel a little too brief. I'm just very conscious of time. What kind of support system do you have in place personally and professionally? Again, I realize it's changed. I used to do EVERYTHING! Now, I have a nanny 3 days per week. I hire someone to clean my house so that I don't have to spend time on that. Every time I could afford it, I would hire more staff to do what I don't excel at. I now have a staff of about 12, not counting outside contractors. 
How did you finance your business?
We grew organically. What I mean by that is that we spent only what we had to. Any time we made money, we re-invested it back in to the company. We have tapped in to our home line of credit and credit cards when we've had to at various times in the business. Not sure that I would recommend that. We got one small SBA loan after a few years in the business. How much money have you invested so far? How do you feel about that? I couldn't begin to answer that one. It's ongoing. We've invested, paid ourselves back, reinvested, etc. It's definitely surprising to people when they find out how little my husband and I have made in this business to date. We are seeing the long term goal and would rather pay ourselves less to have the business run right. What has been your greatest success or "high point" in the process? There have been so many. My team laughs at me because I always say that this month is our best yet and then the next month I say the same. I really believe it. Our first big high point was when The Today Show came out to do a big story on us. It was amazing! That just led to so many more opportunities for us. Have you experienced a "low point" and if so, how did you rally yourself to get back on track? Yes, a few. We work so hard to do the right thing so when we've had some legal issues or financial issues, it can be deflating. To get back on track, I think about the 700+ instructors we have nationwide and the 20,000+ moms who are depending on me to make it work. Who has been your biggest source of inspiration? What keeps you going? My kids are my biggest inspiration. Failure is not an option, because I want so much to a positive role model for them. I want my daughter to see that she can be a good mom and still have a stimulating, rewarding career. Did anyone in particular help you along the way? My husband, for sure. He's not the entrepreneurial type but he has been a source of strength. Whenever I do hit a low, he always gives me the strength to keep plugging away. I feel like if he believes in me, then I must keep going. What advice would you offer other moms developing their products/ideas? Proceed with caution. Although I would not change my experience for the world, I don't think everyone has skin thick enough for this. It's hard, for sure! Be prepared to risk a lot and be prepared to work a lot! Bigger is not always better. Think about why you want to start your business and what's important for you. Decide what drives you. Is it money, being home with your kids, etc? Be true to that on your journey. Is there a resource that proved to be invaluable that you would like to share with other moms? There are so many. I couldn't live without the Internet. Entrepreneur.com was always a great resource for me. I think that's why I'm so excited to write for them. I think that SCORE and the sba.gov are also great resources. What surprised you about this process? I'm surprised at how much I continue to grow and be challenged by it. You never get to a point where you say, "Oh ok, everything is running great and nothing else needs to be done". It's always changing, and always requires new solutions. Is there anything else you would like to add? I hope that all women follow their dreams. I've learned that truly anything is possible. The only thing that separates us is those who think about their ideas... and those who actually move on those ideas. Go for it. There's nothing wrong with failure. You just brush yourself off, pick yourself up and go for it again. Approach life as if the net will always appear when you take a leap! | ||||||
